LOS ANGELES — You might not be able to grow Ron Burgundy’s thick, lustrous mustache, but you can
drive his car of choice, eat his favorite ice cream and even dress the way he does.

At least regarding his underpants.

Jockey International has released a line of retro underwear inspired by the film
Anchorman 2: The Legend Continues, set for release on Dec. 20.

It is one of several marketing partnerships that Paramount Pictures has finalized, including
high-profile deals with Dodge and Ben & Jerry’s — both of which have produced buzz-generating
advertising campaigns.

The Jockey arrangement marks the first time since 1950 that the company has sold undergarments
inspired by a movie. Back then, Jockey sold underwear as part of a promotion for the Bob Hope film
Fancy Pants.

The
Anchorman 2 deal didn’t start as a marketing partnership; the filmmakers were simply
looking for the perfect pair of skivvies.

When the script called for a character to wear a pair of old-school underpants, the project’s
costume department did the logical thing: It called Jockey and asked for some.

The company in Kenosha, Wis., is known for a series of advertisements in the 1970s and ’80s that
featured Major League Baseball pitcher Jim Palmer modeling underwear.

Such was the look that the
Anchorman 2 filmmakers hoped to replicate for their picture, which is set in 1980.

One problem: Jockey no longer makes that type of underwear, said Dustin Cohn, the company’s
marketing chief.

Still, Jockey offered to produce a couple of pairs for the production.

The company consulted its archives of vintage underwear, Cohn said.

“Our design and product-development folks dusted off the old design from the 1980s,” he said, “
and were able to reproduce them by hand.”

Jockey is selling the underwear ($18 a pair) on its website and in its stores. The briefs come
in Sex Panther Red and Beard of Zeus Blue.